We await the John Lewis Christmas advert with almost as much excitement as Christmas itself.
And they've done it again this year with a £7 million, animated, Disney-style production.
Telling the story of a hare and a bear, it's the usual heady mix of sentiment and nostalgia and of course a heart-tugging soundtrack, sung this year by 3-time ELLE cover star Lily Allen.
Lily's stripped back cover version of Keane's Somewhere Only We Know is already playing on repeat in ELLE HQ.
Lily joins a list of female singers to voice the annual Christmas ad, with Gabrielle Aplin singing The Power of Love last year and Slow Moving Millie covering The Smiths' Please Let Me Get What I Want in 2011.
The ad makes its TV debut tomorrow but expect the YouTube hits to soar today - previous ads have received millions.
Watch the new John Lewis Christmas ad here and scroll down for 2012 and 2011 - tissues at the ready.